Srixon Sports Asia

What Srixon Sports Asia does

Dunlop Srixon Sports Asia Sdn Bhd (operating as Srixon Sports Asia) is a Malaysian private limited company serving as the regional brand operator and distributor for Dunlop Sports' portfolio of golf and racket sports equipment brands across Asia and parts of Europe. The company manages four brands under the Dunlop Sports umbrella: Srixon (premium tour-level clubs and balls), Cleveland Golf (wedge expertise and game-improvement equipment), XXIO (ultralight clubs for moderate swing speed golfers), and Dunlop Racket Sports (tennis and squash). Its portfolio spans drivers, irons, fairway woods, hybrids, wedges, putters, golf balls, bags, and apparel, supported by proprietary technologies including the AI-designed MainFrame XL face pattern, Rebound Frame dual flex zones, GlideRail sole design, HydraZip spin technology, 2135 alignment technology, and Tungsten SOFT face milling.

The company operates through an authorized distributor network rather than direct-to-consumer sales, with products sold via regional distributors to golf retailers. It also operates Centres of Excellence in England (South and North), Scotland, and France for custom fitting services, and provides online wedge and putter selector tools. Partnerships with component suppliers including UST Mamiya, Aldila, Mitsubishi Chemical, Lamkin, Golf Pride, and KBS provide shaft and grip options across product lines. Pricing is not publicly disclosed, consistent with a wholesale distribution model. The Malaysia headquarters is lean — only 18 employees — and revenue is not separately disclosed, indicating this entity functions as a regional coordination and brand-management hub within the larger Dunlop Sports conglomerate rather than as an independently reporting business unit.

Product innovation is a clear strategic focus, with multiple launches between 2023 and 2025 across putters, hybrids, fairway woods, and irons, and the 2024 Golf Digest Hot List Gold Medal awarded to HALO XL Hybrids providing third-party validation of design quality. The multi-brand portfolio enables segment coverage from tour-level performance (Srixon) through game-improvement (Cleveland Golf) and lightweight moderate-swing-speed equipment (XXIO), with women's and junior product extensions broadening the addressable demographic.

Name

Srixon Sports Asia

Legal name

Dunlop Srixon Sports Asia Sdn Bhd

Website

https://srixonasia.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Srixon Sports Asia is the regional brand operator and distributor for Dunlop Sports' four golf and racket sports brands (Srixon, Cleveland Golf, XXIO, Dunlop) across Asia and parts of Europe, selling through authorized distributor networks and European Centres of Excellence.

Ownership category

akta.pro rank

Product category

Golf Equipment

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting Goods Retailers (45911)

SIC

Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Golf Equipment & Accessories Distribution (CRAOAJAK)

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Golf Footwear & Apparel Retail (CRAMACAH)

Keywords

• Golf equipment manufacturing
• Golf club distribution
• Golf ball sales
• Sports brand management
• Golf fitting services

Headquarters

HQ city

Shah Alam

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Distribution channels1 record

Marketing channels6 records

Core offering

Srixon Sports Asia distributes and markets a multi-brand portfolio of premium golf equipment and golf balls, including drivers, irons, fairway woods, hybrids, wedges, putters, and balls, sold under the Srixon, Cleveland Golf, XXIO, and Dunlop Racket Sports brands. The company also offers custom golf fitting services at Centres of Excellence in the UK and France, and supplies golf apparel, bags, and accessories through an authorized regional distributor network spanning Asia and Europe.

Product overview

Dunlop Srixon Sports Asia operates as a multi-brand golf equipment company offering four distinct brands under one umbrella: Srixon (premium tour-level clubs and balls), Cleveland Golf (wedge expertise and game-improvement equipment), XXIO (ultralight clubs for moderate swing speeds), and Dunlop (racket sports). The company sells a comprehensive range of golf products including drivers (ZXi, Launcher XL 2, HiBore XL), irons (ZXi, ZipCore XL, HALO XL Full-Face, HALO XL Lite), fairway woods (HALO XL, HALO XL Lite), hybrids (HALO XL, HALO XL Lite), wedges (RTZ, CBZ, Smart Sole Full Face), and putters (Frontline Elite, HB SOFT 2 Black, HB SOFT Milled). The portfolio also includes golf balls (Z-Star Series, Q-Star Tour Series, AD333, SOFT FEEL), golf bags, apparel, and accessories. Key technologies include Tungsten SOFT face, 2135 Technology, Speed Optimized Face Technology (SOFT), MainFrame XL, GlideRail sole, Rebound Frame, HydraZip, and Action Mass CB. The company operates fitting centers across Europe and provides online fitting tools.

Differentiator

Problem solved

Functional benefit

Brands

• Srixon: Premium, high-performance golf equipment brand producing drivers, irons, and balls for tour players and recreational golfers.
• Cleveland Golf
• XXIO
• Dunlop Racket Sports

Products and services

• HB SOFT 2 Black Putters Premium putter line with black satin finish and multi-material UST Mamiya ALL-IN shaft, featuring Speed Optimized Face Technology (SOFT) for consistent distance on miss-hits. Available in blade and mallet shapes.
• HALO XL Lite Fairway Woods Lightweight fairway woods designed for moderate swing speed players featuring lighter clubhead, 1.5° added loft, GlideRail technology, MainFrame XL Faces, and Rebound Frame.
• HALO XL Hybrids Hybrid lineup (3-7 iron replacements) featuring GlideRail sole technology, MainFrame XL, XL Head Design, Rebound Frame dual flex zones, and Action Mass CB counterweight. Winner of 2024 Golf Digest Hot List Gold Medal.
• HALO XL Hy-Woods Hybrid-fairway wood crossover products combining hybrid control with fairway wood distance, featuring GlideRail, MainFrame XL, and Rebound Frame technologies.
• HALO XL Fairway Woods Fairway wood lineup featuring GlideRail sole technology, MainFrame XL for ball speed, low Centers of Gravity, Rebound Frame, and XL Head Design with HiBore Crown Step.
• HALO XL Full-Face Irons Game-improvement iron line featuring industry-first full-face grooves, MainFrame Face with AI-optimized variable thickness, HydraZip dynamic blast for spin consistency, and three-sole transition system.
• Frontline Elite Putters Premium putter line featuring Tungsten SOFT face technology, 2135 Technology for alignment, multi-material designs (aluminum, ABS polymer, steel, tungsten), adjustable sole weights, and counterbalance weighting.
• ZXi Irons Premium iron lineup including ZXi7, ZXi5, ZXi4, ZXiR, ZXiR HL, and ZXiU Utility Irons for various skill levels, offered under the Srixon brand.
• ZXi Drivers Driver lineup including ZXi, ZXi TR, ZXi LS, and ZXi MAX models with various forgiveness and workability options, offered under the Srixon brand.
• Z-Star Series Golf Balls Premium golf ball line including Z-STAR, Z-STAR DIAMOND, Z-STAR XV, and Z-STAR DIVIDE models for tour-level performance, offered under the Srixon brand.
• Q-Star Tour Series Golf Balls Golf ball series including Q-STAR TOUR and Q-STAR TOUR DIVIDE for skilled players seeking tour-level performance at moderate swing speeds, offered under the Srixon brand.
• RTZ Wedges Premium wedge lineup including RTZ Black Satin, RTZ Tour Satin, and RTZ Tour Rack (Raw) models, offered under the Cleveland Golf brand.
• ZipCore XL Irons Game-improvement iron line featuring ZipCore technology for enhanced forgiveness and distance, offered under the Cleveland Golf brand.
• Launcher XL 2 Drivers Driver lineup including standard and draw models with high-launch, forgiving design, offered under the Cleveland Golf brand.
• XXIO Golf Clubs Ultralight golf clubs for moderate swing speed golfers including XXIO 14, XXIO 13, XXIO X, XXIO Prime Series with various configurations for men and women, offered under the XXIO brand.
• Golf Fitting Services Custom golf fitting services available at Centres of Excellence locations in England (South/North), Scotland, and France, complemented by online wedge and putter selector tools.

Quantifiable outcome

• Up to 20% larger striking area with full-face groove configuration
• +1 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Eight partnerships are on record, tiered core.

• UST MamiyacoreTechnology or IntegrationUST Mamiya supplies premium ALL-IN shafts for Frontline Elite and HB SOFT 2 Black Putters. These carbon fiber/steel shafts feature advanced stability, optimally balanced designs, and high-tensile materials for improved feel and consistency. The $50 premium upcharge option for ALL-IN shaft upgrade indicates a featured component partnership.
• AldilacoreTechnology or IntegrationAldila Ascent PL 40 and Ascent PL 50 shafts supplied for HALO XL Fairway Woods and Hybrids. The Ascent PL series uses FlyDrive Technology to promote square clubhead delivery at impact for more centered strikes, featuring lightweight performance for increased clubhead speed.
• Mitsubishi Chemical (Mitsubishi Tensei)coreTechnology or IntegrationMitsubishi Tensei AV Blue 55 and AV RAW Blue 65 Hybrid shafts used in HALO XL Fairway Woods and Hybrids. These shafts feature Xlink Tech for increased carbon structure, strength, and stability in a mid-launch, mid-spin profile.
• LamkincoreTechnology or IntegrationLamkin supplies SINKFIT Pistol and SINKFIT Skinny Pistol grips for Frontline Elite Putters, featuring Fingerprint Technology and Genesis Material for responsive feel and dependable durability. Also supplies Crossline 360 grips for hybrids and irons.
• Golf PridecoreTechnology or IntegrationGolf Pride PRO ONLY Red Star and Green Star grips for HB SOFT Milled Putters, featuring tour-preferred pistol shapes with consistent thumb positioning. Also Tour Velvet 360 Lite grips for HALO XL Lite Fairway Woods.
• KBS (Kentucky Computerized Brewing Systems - Golf Shafts)coreTechnology or IntegrationKBS Tour Lite shafts offered as stock option for HALO XL Full-Face and ZipCore XL Irons, promoting strong launch, increased spin, and controlled landing with mid-weight design for easy swing tempo.
• UST Mamiya (Irons)coreTechnology or IntegrationUST Helium Nanocore 60 shafts for HALO XL Full-Face and ZipCore XL Irons, utilizing Nanocore technology for increased clubhead speed and lightweight materials working in harmony with iron performance characteristics.
• Lamkin (Hybrids)coreTechnology or IntegrationLamkin Crossline 360 grips supplied for HALO XL Hybrids, offering tour-proven performance, classic looks, excellent feel, highly durable compound, and best-in-class torsion control.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PING: PING is a premium golf equipment OEM competing across irons, drivers, and putters with a similar custom-fitting emphasis; like Srixon/Cleveland, PING is highly regarded for engineering-driven product design.
• PXG (Parsons Xtreme Golf): PXG competes in the premium and custom-fitted club segment with a comparable focus on engineering-driven differentiation and a direct-plus-distributor hybrid model, overlapping with both Srixon and Cleveland Golf at the high end.
• Acushnet Holdings (Titleist / FootJoy): Titleist is the global #1 golf ball and premium club brand and the most direct comparable to Srixon's premium tour-level positioning; both compete head-to-head on PGA Tour visibility and at retail across Asia.
• Bridgestone Golf: Bridgestone Golf directly competes with Srixon in the premium golf ball category and also fields a credible clubs line, with comparable tour endorsement strategies and a similar distributor-led Asia presence.
• Mizuno: Mizuno is a Japanese-origin premium golf equipment maker particularly strong in irons, mirroring Srixon's reputation for forged/players' irons and competing for the same premium Asian and European retail customers.
• TaylorMade Golf: TaylorMade is one of the 'big four' golf equipment OEMs alongside Srixon's parent brands, competing across drivers, irons, and putters with similar tour-driven marketing and a comparable multi-product portfolio.
• Topgolf Callaway Brands (Callaway / Odyssey): Callaway competes directly with Srixon in drivers, irons, and golf balls and shares the same tour-validated, premium positioning; both brands are widely distributed across Asian retailers.
• Cobra Puma Golf: Cobra is a direct competitor in drivers and irons with a similar blend of game-improvement technology and tour credibility, and it overlaps significantly with Srixon and Cleveland Golf at retail.

Emerging players

• Yonex: Yonex is a Japanese racquet-sports specialist that has expanded into golf clubs and balls; it overlaps with Srixon Sports Asia's Dunlop racket brand and increasingly with its golf equipment portfolio in Asia.

Broad incumbents

• Wilson Sporting Goods: Wilson is a broad sporting goods incumbent with a meaningful golf equipment portfolio (staff bags, balls, clubs), competing across more price points and categories than Srixon's specialized premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCR9Z8EZXRZE-PV2jvy9_lHA
• Facebookfacebook.com/SrixonSportsAsia
• LinkedInlinkedin.com/company/srixon-sports-asia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Srixon Sports Asia